Skiers demand value for money when searching for a ski holiday, with careful consideration of lift pass prices, costs in resort and how to travel inexpensively. All is revealed in Iglu Ski’s latest survey – their biggest ever.
In their third annual end-of-season customer survey, in collaboration with winter sports retailer Ellis Brigham, Iglu Ski reveals:
- 37% said the choice of resort was dictated by the cost of the lift pass (up from 31% last year) (Q7)
- 60% said value for money influences the choice of resort (Q7)
- 46% said the method of transport chosen is the cheapest way of travelling, above all else (Q9)
- 68% said value for money was more important than choice (good availability of what I am looking for) or convenience or any other factor when choosing how to book (Q14)
Skiers remain keen to ensure they ski each season, (with 43% saying they ski two or more times per season, Q1), but value for money is vital, evidenced by Iglu Ski’s new research. This means not only looking for a good value, perhaps lesser-known resort, or one slightly lower than the 2,000m+ high resorts, but also checking lift-pass prices and looking for free or reduced-price passes, and taking the cheapest form of travel.
Other key points of interest are:
- Groups prefer to book online: 60% (Q4). Even large groups and multi-generation groups are researching and confirming their ski holidays online – at a time of day to suit them, and with the ability to confirm extras online at the same time as making the main holiday booking – all available at igluski.com. Overall 68% said they prefer to book online (Q17).
- A high number of runs makes a resort popular: 58% (Q7). Skiers are ambitious to have plenty of varied terrain to ski in for their week-long holiday, in either a larger ski resort, or linked resorts, with slopes to suit all abilities.
- Early booking is favourable: 31% (Q8). The idea of waiting for late availability is less desirable than getting ahead, taking advantage of an early-booking incentive, and confirming the exact flight and accommodation which is preferred.
- When choosing accommodation, location is more important than anything else such as catering type: 54% (Q15). Skiers are keen to either be in a ski-in/ski-out location, and/or close to the resort centre, making a week in the mountains convenient and fun.
- The importance of trust in a brand is the dominating factor when booking online, over ease of booking and range of holidays: 77% (Q18). With a plethora of ski brands offering holidays, those with years of heritage and expertise, like igluski.com gain online bookings because they are trusted.
- Most learnt to ski when they were aged 20-29 years: 34% (Q23). These days, skiers are learning as adults, perhaps at university, or meeting a new partner who skis. Igluski.com can arrange tuition either on a 1-to-1 basis or in a group, to ease new skiers into the sport.
See the full survey here: 2025 Ski Survey Results Deck 7.25
Reflecting on the trends emerging from the 2025 results, Managing Director Simon McIntyre said: “It’s interesting to witness the changes in customer sentiment as each season passes. Given economic pressures, particularly on families of late, we’re not surprised that value for money is the stand-out tenet of this new research. We’re pleased to be able to offer excellent value, for all skiers, and assist those looking to find a cheaper resort, a lift pass offer or a good value, all-inclusive holiday. All in all, we’re pleased to be able to pivot to meet our customer needs with ease, and we look forward to another strong season to come.”
